RESOURCES

Tag a Research Survey

What You Need to Include in Your Survey:

In order to submit your research survey file to the geoTribes Segment Tagger website, you need to ask four simple questions. These are...

1. What is your age?
This needs to be in 5-year age ranges, as follows: 18-24, 25-29 ... 70-74, 75+

2. What type of dwelling do you live in?
This varies by country in line with local practice, but ultimately provides a classification into House vs Unit?
As part of the survey, we are testing how responses vary by type of area, so we need to get some general information on where you live. This will only be used to understand statistical trends, not to work out anything about you personally.

3. What is the respondents broad postal area?
This varies by country AUS/NZL = Postcode, CAN = Forward Sortation Area (FSA), GBR = Postal District/Outward Postcode and USA = Zip Code

4. What is the name of the suburb, town or neighbourhood you live in?
This is the locality in which people live as they would normally describe it.

How to Prepare Survey Data for Upload to the Website:

Once you have collected responses to the four simple questions on your survey, you will need to code them in line with the website’s requirements and then prepare the survey data file for upload to the website.

Details of how to do this are contained in the specific fielding and coding guidelines for the particular country that you are surveying in.

Downloadable Fielding & Coding Guides for:

Australia & New Zealand
United Kingdom
Canada
United States

Four Simple Questions

Sample Questions and Coding Guide for Australia & New Zealand

Q1. Which age category do you fall into?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

16-17 years 0

18-24 years 1

25-29 years 2

30-34 years 3

35-39 years 4

40-44 years 5

45-49 years 6

50-54 years 7

55-59 years 8

60-64 years 9

65-69 years 10

70-74 years 11

75+ years 12

Q2. What type of dwelling do you live in?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

Separated house (detached) 0

Semi-detached / duplex 0

Row terrace 0

Unit / apartment 1

Townhouse / villa 1

Other (please specify) 0

As part of the survey, we are testing how responses vary by type of area, so we need to get some general information on where you live.

Q3. What is your postcode?

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

Q4. What is the name of the suburb or town you live in?

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

The input file for the website needs to be in TAB delimited text file (TXT) format with the following fields. You must use the exact headers and layout – this can be readily prepared in Excel and saved as a TAB delimited file, and should take the following format…

Header: RECORDID <tab> ISO <tab> POSTCODE <tab> PLACENAME <tab> AGEBREAK <tab> ADDRESSTYPE

Example: 23 <tab> AUS <tab> 3002 <tab> Jolimont <tab> 10 <tab> 0

Four Simple Questions

Sample Questions and Coding Guide for Canada

Q1. Which age category do you fall into?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

16-17 years 0

18-24 years 1

25-29 years 2

30-34 years 3

35-39 years 4

40-44 years 5

45-49 years 6

50-54 years 7

55-59 years 8

60-64 years 9

65-69 years 10

70-74 years 11

75+ years 12

Q2. What type of dwelling do you live in?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

Separated house (detached) 0

Semi-detached 0

Row terrace/ Row House 0

Apartment/Flat in a Duplex 0

Apartment in a
multi-storey building 1

Mobile home or other
movable dwelling 0

Other (please specify) 0

As part of the survey, we are testing how responses vary by type of area, so we needed to get some general information on where you live. This will only be used to understand statistical trends, not to work out anything about you personally.

Q3. What is the first 3 characters of your Postal Code?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

Q4. And, what is the name of the neighbourhood or town you live in?

If you live in a large city, we don't want its name, we want your neighbourhood.
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

The input file for the website needs to be in TAB delimited text file (TXT) format with the following fields. You must use the exact headers and layout – this can be readily prepared in Excel and saved as a TAB delimited file, and should take the following format…

Header: RECORDID <tab> ISO <tab> POSTAL_FSA <tab> PLACENAME <tab> AGEBREAK <tab> ADDRESSTYPE

Example: 23 <tab> CAN <tab> H2R <tab> Mile-Ex <tab> 10 <tab> 0

Four Simple Questions

Sample Questions and Coding Guide for United States of America

Q1. Which age category do you fall into?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

16-17 years 0

18-24 years 1

25-29 years 2

30-34 years 3

35-39 years 4

40-44 years 5

45-49 years 6

50-54 years 7

55-59 years 8

60-64 years 9

65-69 years 10

70-74 years 11

75+ years 12

Q2. What type of dwelling do you live in?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

Single-unit house detached 0

Single-unit house attached
(e.g. Row House) 0

Two-Unit Dwelling
(e.g. Duplex / Townhouse) 0

Three or More Unit Dwelling 1

Mobile home or Trailer 0

Other (please specify) 0

As part of the survey, we are testing how responses vary by type of area, so we needed to get some general information on where you live. This will only be used to understand statistical trends, not to work out anything about you personally.

Q3. What is your Zip Code?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

Q4. And, what is the name of the neighbourhood or town you live in?

If you live in a large city, we don't want its name, we want your neighbourhood.
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

The input file for the website needs to be in TAB delimited text file (TXT) format with the following fields. You must use the exact headers and layout – this can be readily prepared in Excel and saved as a TAB delimited file, and should take the following format…

Header: RECORDID <tab> ISO <tab> ZIP <tab> PLACENAME <tab> AGEBREAK <tab> ADDRESSTYPE

Example: 23 <tab> USA <tab> 11354 <tab> Flushing <tab> 10 <tab> 0

Four Simple Questions

Sample Questions and Coding Guide for United Kingdom

Q1. Which age category do you fall into?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

16-17 years 0

18-24 years 1

25-29 years 2

30-34 years 3

35-39 years 4

40-44 years 5

45-49 years 6

50-54 years 7

55-59 years 8

60-64 years 9

65-69 years 10

70-74 years 11

75+ years 12

Q2. What type of dwelling do you live in?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

Detached House or Bungalow 0

Semi-detached House or Bungalow 0

Terraced House or Bungalow 0

Flat / Maisonette / Apartment 1

Flat / Maisonette / Apartment in a Shared Building (bed-sits etc.) 0

Other (please specify) 1

As part of the survey, we are testing how responses vary by type of area, so we needed to get some general information on where you live. This will only be used to understand statistical trends, not to work out anything about you personally.

Q3. What is the first part of your postcode before the single space separator?
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

Q4. And, what is the name of the area, suburb or town you live in?

If you live in a large city, we don't want its name, we want your suburb or area.
{SINGLE RESPONSE}

RESPONSE CODING FOR WEBSITE

{OPEN END / FREE TEXT} PROVIDE AS RECORDED

The input file for the website needs to be in TAB delimited text file (TXT) format with the following fields. You must use the exact headers and layout – this can be readily prepared in Excel and saved as a TAB delimited file, and should take the following format…

Header: RECORDID <tab> ISO <tab> POST_OUTCODE <tab> PLACENAME <tab> AGEBREAK <tab> ADDRESSTYPE

Example: 23 <tab> GBR <tab> SW19 <tab> Wimbledon <tab> 10 <tab> 0

The input file for the website needs to be in TAB delimited text file (TXT) format with the following fields. You must use the exact headers and layout – this can be readily prepared in Excel and saved as a TAB delimited file, and should take the following format…

Variable Coding for the geoTribes Segment Tagger

RECORDID This is a case or sequence number so the geoTribes Segments and other variables can be merged back onto your survey file

ISO This is the standard ISO code for each country; AUS. NZL, GBR, CAN & USA

POSTCODE This should be as collected and varies by country; AUS & NZL = Postcode. GBR = Postal District/Outward Postcode, CAN = FSA, USA = Zip Code

PLACENAME As collected, the locality in which people live as they would normally describe it

AGEBREAK
16-17 = 0
18-24 = 1
25-29 = 2
30-34 = 3
35-39 = 4
40-44 = 5
45-49 = 6
50-54 = 7
55-59 = 8
60-64 = 9
65-69 = 10
70-74 = 11
75+ = 12

ADDRESSTYPE Detached House = 0, Unit = 1
* See the Fielding and Coding Guide for country for details.

RESPONSE	CODING FOR WEBSITE
16-17 years	0
18-24 years	1
25-29 years	2
30-34 years	3
35-39 years	4
40-44 years	5
45-49 years	6
50-54 years	7
55-59 years	8
60-64 years	9
65-69 years	10
70-74 years	11
75+ years	12

RESPONSE	CODING FOR WEBSITE
Separated house (detached)	0
Semi-detached / duplex	0
Row terrace	0
Unit / apartment	1
Townhouse / villa	1
Other (please specify)	0

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
16-17 years	0
18-24 years	1
25-29 years	2
30-34 years	3
35-39 years	4
40-44 years	5
45-49 years	6
50-54 years	7
55-59 years	8
60-64 years	9
65-69 years	10
70-74 years	11
75+ years	12

RESPONSE	CODING FOR WEBSITE
Separated house (detached)	0
Semi-detached	0
Row terrace/ Row House	0
Apartment/Flat in a Duplex	0
Apartment in a multi-storey building	1
Mobile home or other movable dwelling	0
Other (please specify)	0

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
16-17 years	0
18-24 years	1
25-29 years	2
30-34 years	3
35-39 years	4
40-44 years	5
45-49 years	6
50-54 years	7
55-59 years	8
60-64 years	9
65-69 years	10
70-74 years	11
75+ years	12

RESPONSE	CODING FOR WEBSITE
Single-unit house detached	0
Single-unit house attached (e.g. Row House)	0
Two-Unit Dwelling (e.g. Duplex / Townhouse)	0
Three or More Unit Dwelling	1
Mobile home or Trailer	0
Other (please specify)	0

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
16-17 years	0
18-24 years	1
25-29 years	2
30-34 years	3
35-39 years	4
40-44 years	5
45-49 years	6
50-54 years	7
55-59 years	8
60-64 years	9
65-69 years	10
70-74 years	11
75+ years	12

RESPONSE	CODING FOR WEBSITE
Detached House or Bungalow	0
Semi-detached House or Bungalow	0
Terraced House or Bungalow	0
Flat / Maisonette / Apartment	1
Flat / Maisonette / Apartment in a Shared Building (bed-sits etc.)	0
Other (please specify)	1

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

RESPONSE	CODING FOR WEBSITE
{OPEN END / FREE TEXT}	PROVIDE AS RECORDED

Variable	Coding for the geoTribes Segment Tagger
RECORDID	This is a case or sequence number so the geoTribes Segments and other variables can be merged back onto your survey file
ISO	This is the standard ISO code for each country; AUS. NZL, GBR, CAN & USA
POSTCODE	This should be as collected and varies by country; AUS & NZL = Postcode. GBR = Postal District/Outward Postcode, CAN = FSA, USA = Zip Code
PLACENAME	As collected, the locality in which people live as they would normally describe it
AGEBREAK	16-17 = 0 18-24 = 1 25-29 = 2 30-34 = 3 35-39 = 4 40-44 = 5 45-49 = 6 50-54 = 7 55-59 = 8 60-64 = 9 65-69 = 10 70-74 = 11 75+ = 12
ADDRESSTYPE	Detached House = 0, Unit = 1 * See the Fielding and Coding Guide for country for details.

What the Website Will Return to You:

The website will return a tab delimited file to you with the following fields...

These are the fields that you have uploaded

Column Name	Description
RECORDID
ISO
POSTCODE
PLACENAME (SUPPRESSED)
AGEBREAK (SUPPRESSED)
ADDRESSTYPE
GEOTRIBE_TAG	geoTribes Segments (1-15)
LCS_TAG	Lifecycle Stages (A-H)
SESDECL_TAG	Socioeconomic Status Decile (1-10)
SESPCTL_TAG	Socioeconomic Status Percentile (1-100)
MATCHTYPE	Type of Match Achieved for Each Record

Code Value	Segment Name	Brief Description	Age Range	Median Age
1	Rockafellas	Affluent Middle Aged & Mature Families	35-64	47
2	Achievers	Affluent Younger & Middle Aged Families	18-44	37
3	Fortunats	Financially Secure Retirees & Pre-Retirees	45+	64
4	Crusaders	Affluent Young Singles & Couples	18-44	31
5	Preppies	Mature Children Living with Affluent Parents	18-44	20
6	Independents	Young Singles & Couples	18-44	27
7	Suburban Splendour	Middle Class Mature Families	45-64	50
8	Twixters	Mature Children Living at Home	18-44	20
9	DebtStars	Middle Class Younger & Middle Aged Families	18-44	35
10	Boomers	Middle Class Post Family Pre-Retirees	45-64	58
11	True Blues	Blue Collar Mature Singles, Couples & Families	45-64	55
12	Struggleville	Struggling Younger & Middle Aged Families	18-44	33
13	Grey Power	Better Off Retirees	65+	71
14	Survivors	Retirees Living on Minimal Incomes	65+	76
15	Slender Meanz	People Living in Underprivileged Circumstances	18-64	40 (USA=35)

Lifecycle Stage is a probabilistic estimate, based on the type of locality they live in as well as the type of Dwelling and Age.

Value	Segment Name	Living Arrangements	Age Range	Median Age
A	Living at Home	Mature Children at Home	18-44	20
B	Young Independents	Living Alone & in Group Households or as Couples in Units	18-44	28
C	Young Families	Families with Children/ or as Couples in Houses	18-34	30
D	Mid Families	Families with Children or Couples in Houses	35-44	40
E	Mature Families	Families with Children	45-64	50
F	Mature Independents	Living Alone, as Group or Couples	45-64	58
G	Early Seniors	Persons	65-74	69
H	Late Seniors	Persons	75+	81

The ten Socioeconomic Status Deciles are based on a ranking on a composite score which gives equal weight to Main Earner Income, Educational Attainment and Occupational Status. In the scheme, all persons 18+ years of age in a household inherit the socioeconomic status score of the person in the household with the highest score, excluding mature children at home.

Socioeconomic status for persons 55+ years of age is adjusted to allocate wealthier retirees to higher SES categories than they would have received based on their individual score.

Value	Description
1	Lowest Socioeconomic Status Decile
2	Second Lowest Socioeconomic Status Decile
....
9	Second Highest Socioeconomic Status Decile
10	Highest Socioeconomic Status Decile

This is a field on the returned record that indicates the quality of match obtained. It has the following values.

Value	Description
1	Tagged @ Neighborhood/Suburb/Town & Age
2	Tagged @ ZIP /Post Code & Age (Varies by Country)
X	Untagged Record

Build a Target Area List

Once you build a Target Area List on the website, you will be able to download a file with the following fields...

Column Name	Description
POSTCODE	Varies by Country (AUS/NZL = Postcode, GBR = Postal District/Outward, CAN = FSA and USA = Zip Code)
STATE	Varies by Country (AUS = State/Territory, NZL = Island, GBR = GOR Region, CAN = Province and USA = State/Territory)
PER18_BASE	Count of persons 18+ in the POSTCODE
RANK	Rank value based on the concentration of the Target geoTribes Segments, where 1 indicates the highest target segment concentration
DECILE	Decile number comprising 10 groups of POSTCODES in the chosen region with equal counts of persons 18+, where 1 indicates the decile with the highest target segment concentration.
AVERAGE_PENETRATION	The average Target Segment penetration for each decile

geoTribes Market Bases

The geoTribes scheme has a similar composition in each of the five countries, however there are subtle differences. For reference, here are the market sizes for persons 18+ by country...

Click to enlarge image